The ad slogan "Plop, plop, fizz, fizz, oh what a relief it is" probably activates an earworm to every reader over the age of 50. Earworms are musical sound bytes -- marketing jingles and song snippets -- that once active are hard to shake. Alka-Seltzer's popular "plop, plop, fizz, fizz" campaign marks a generation of U.S. based consumers who saw and heard it repeatedly.
Traditionally, earworms happen by accident. Now linguistics, neuroscience, and psychophysics are showing us how to make earworms on steroids:
- Smart earworms that activate when your customer is about to select a competitor's product
- Time-based earworms that become active in a consumer's consciousness when you want them active
- Earworms that work their way into the consumer's entire brain, don't let go, and make the consumer's brain work for you
At NextStage, we call such things brainworms. The formula we use brings together basic principles that tap into consumers' natural brain tendencies to better brand your audience. It's an easy and straightforward methodology that's both inexpensive and proven with some major brands. Here's the recipe to create your own brainworms.